Jewellery brand GIVA has announced the return of its popular Exchange Fest, rolling out the initiative across more than 350 exclusive brand outlets nationwide from June 12 to July 12, 2026.
Built around the campaign theme “Artificial Do. Silver Lo,” the programme allows customers to exchange old or unused jewellery pieces and receive a flat ₹500 voucher per item. The voucher can be redeemed on GIVA’s silver and gold collections, offering savings of up to 35% on silver jewellery and 5% on gold purchases.
The campaign is being promoted through a digital film featuring brand ambassador Anushka Sharma. In the film, Sharma encourages consumers to trade in their old, broken or unused jewellery and upgrade to new pieces from GIVA’s collection, reinforcing the simplicity and accessibility of the exchange programme.
The initiative returns following a strong response to last year’s edition, which saw more than 5 lakh jewellery pieces collected within 20 days and participation from over 40,000 customers across 300 stores. Building on that momentum, GIVA has increased the exchange value from ₹200 to ₹500 per piece this year.
Commenting on the launch, Anirudh Kudva, Chief Revenue Officer at GIVA, said the programme was designed to offer consumers a practical way to refresh their jewellery collections while unlocking value from pieces they no longer wear. He added that the expanded scale and enhanced benefits reflect the positive response received from customers across metros as well as Tier I and Tier II markets.
Beyond customer engagement, the initiative also supports sustainability by encouraging the reuse and responsible disposal of old jewellery, while making premium silver and gold jewellery more accessible to consumers.
